UNIQLO has announced Jasprit Bumrah as its new brand endorser in India, marking a strategic move to strengthen its connection with local consumers.
The partnership debuts with a new campaign centred on UNIQLO’s LifeWear philosophy, which focuses on simplicity, quality and comfort in everyday clothing. The 30-second film features Bumrah in off-duty moments, highlighting the ease and versatility of the brand’s AIRism Oversized T-shirt.
Speaking about the new partnership, Jasprit Bumrah, said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with UNIQLO - the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
“We are proud to partner with cricket world champion, Jasprit Bumrah and welcome him to the UNIQLO family,” said Nidhi Rastogi, Marketing Director, UNIQLO India. “His focus on excellence, authenticity and quiet confidence reflects the essence of UNIQLO’s LifeWear philosophy. We are excited to collaborate with someone who shares the same values and purpose as we do.”
Drawing a parallel with Bumrah’s journey as a fast bowler, the campaign reflects themes of consistency and instinct, positioning the product as an everyday essential that consumers return to over time.
The campaign is currently live across digital and social media platforms, along with in-store and outdoor formats.
